How Kippie United B2B and B2C E-Commerce in a Single Platform

Kippie BVis a family company specialized in grilled snacks and ready-made chicken meals. Thanks to its successful franchise formula, Kippie has 39 stores in the Netherlands. Kippie headquarters, responsible for the back office processes of all shops, wanted more efficient order fulfillment for both retailers and clients. E-commerce seemed to be the solution, but there were a number of requirements.

Combining B2C and B2B E-Commerce

After Kippie introduced a successful online consumer order form for consumers, a web store was the next step. E-commerce would also let the company optimize its B2B order process, something it had wanted to do for a while. Using one tool for B2C and B2B processes made the investment worthwhile, but also made ERP integration essential.

Omnichannel Experience

Kippie wanted more than a sales portal, though. “The web store isn’t just for selling products, but the entire story,” says Sanne Hofman, IT specialist at Kippie. “We want to add to the customer experience: appetizing food, good products. But customers also have to be able to place advance orders.” The solution had to provide an omnichannel experience.

Solution

Kippie’s e-commerce solution needed to be able to leverage the Dynamics Navision ERP system; Kippie approached its IT partner, Schouw Informatisering, for help, and together they chose Sana Commerce. Thanks to the ERP architecture used by Kippie, Sana’s seamless integration with Dynamics and SI Foodware of Schouw Informatisering provided a solution for both B2B and B2C e-commerce. “We have two separate web stores linked to two separate companies in Navision,” says Hofman. Consumers can easily order food in the B2C environment, and there is a separate portal for retailer orders. This allows Kippie to tailor the portal to each segment’s different needs.

Automatic Order Processing

Sana Commerce also allows Kippie to automate its B2B processes. “Orders used to be placed via fax or telephone, often with as many as 50 line items,” says Hofman. These orders were processed manually every morning. Sana Commerce integrates directly into Dynamics Navision, making automatic order processing possible. This increases accuracy by eliminating human error, and it also helps the Kippie headquarters save time. “Retailers are now the ones entering orders in the ERP, which is great.” Kippie wasn’t looking for a typical B2B online sales portal, though. “A butcher often has six or seven suppliers. But our retailers order everything from us. That means that the portal isn’t really about selling.” Sana Commerce makes it easy for retailers to place orders, but also download handbooks and newsletters, which means the web store doubles as an efficient communication channel.

Efficient B2B Processes

All B2B orders are now placed online. This saves Kippie headquarters between 30 and 45 minutes a day—time previously spent manually processing orders. “Of course we still perform checks, but we see the benefits every day,” says Hofman. Retailers also benefit from the new portal. They can view and order the entire assortment in the web store, including products that they may not know. This makes it easier than ever to optimize their own assortment by replacing products that are not selling well in their particular shop.

“We see the benefits every day.”Sanne Hofman, responsible for IT at Kippie​